Today we look at real examples of how Brands are leveraging AI for both internal operations and consumer facing experiences with Funs Jacobs, working at Media Monk that was nominated AI agency of the year in 2023. Read ‘til the end to look at a BMW web AI experience that lets user compose their own electronic music.
Interview with Funs Jacobs
Funs Jacobs from MediaMonks shares his insights on how AI is revolutionizing marketing strategies to adapt to an ever changing audience. With a focus on creating immersive and interactive experiences, Jacobs discusses the key role of AI in both backend operations and consumer-facing initiatives.
How are brands adapting their marketing strategies to engage younger audiences?
Funs Jacobs: Well, the need for interaction is crucial, especially with younger generations like Gen Z. They don't want to just sit and watch something passively—they want to be involved, to interact. For instance, they're used to gaming environments like Roblox or Fortnite, where something new happens every minute, keeping them engaged. So, brands need to rethink their strategies to be more interactive, much like a game, to maintain the audience’s attention.
Can you describe some of the most ambitious AI projects you've been involved in at Mediamonk?
Funs Jacobs: Absolutely. At Mediamonk, we've tackled some transformative projects using AI. For example, we've partnered with BMW and Tomorrowland to create a unique experience where festival-goers could generate their personal soundtracks. This project combined generative AI with music and social interaction, allowing users to generate songs, voices, and even album covers that they could share on social media. It’s about using AI to create personal and memorable experiences.
Can you tell us more about how this personal soundtrack experience at Tomorrowland works?
Funs Jacobs: The personal soundtrack feature we developed for Tomorrowland is a great example of front-end innovation using AI. Festival attendees could visit a web platform to input elements they enjoyed about the festival, like favorite moments or themes. The AI then used this data to generate a unique song for each user, complete with a custom cover art. It's a fantastic way of using AI to enhance the festival experience, making it more interactive, personalized and memorable (check out the “Product Spotlight” section to try it yourself).
What are the implications of AI in backend operations?
Funs Jacobs: AI's impact on backend operations can be transformational. We use AI to optimize content creation, streamline workflows, and enhance SEO and copywriting processes. For instance, AI helps us automate and optimize copy across various platforms and languages, significantly boosting efficiency and effectiveness. This backend application is less visible to consumers but plays a crucial role in enhancing the reach and conversion of the marketing campaigns of our customers.
How do you see the evolution of AI impacting the way brands interact with technology?
Funs Jacobs: AI is fundamentally changing how brands leverage technology. It’s not just about automating tasks but about creating new ways to engage consumers. For example, at Mediamonk, we’ve been able to use AI to create highly personalized digital experiences and products that respond in real-time to user inputs. This kind of interaction was unthinkable a few years ago. Brands that understand and leverage these capabilities can dramatically enhance their customer engagement and build deeper connections.
What challenges do brands face when adopting new technologies like AI?
Funs Jacobs: The main challenge is the pace of change. AI technology evolves rapidly, making it difficult for brands to keep up without the right expertise. There's also a significant learning curve involved in understanding how to implement AI effectively without disrupting existing operations. Moreover, ethical considerations, such as data privacy and the potential displacement of jobs, are critical challenges that brands must navigate carefully as they adopt these technologies.
How can brands leverage AI to enhance their marketing strategies without overwhelming their consumers?
Funs Jacobs: Brands need to use AI to enhance, not overshadow, the human elements of their marketing strategies. It’s about balancing technology with a genuine connection. For instance, AI can help tailor content to individual preferences, making marketing feel more personalized and less like a broad broadcast. It’s also crucial for brands to be transparent about their use of AI, especially in how they handle personal data, to build trust with their consumers.
Looking ahead, what do you think will be the next big trend in AI applications for brands?
Funs Jacobs: The next big trend will likely be the integration of AI with other emerging technologies like augmented reality and virtual reality to create more immersive experiences. For example, imagine a shopping experience where you can try on clothes virtually, customized by AI to your preferences and size, or marketing campaigns that use AR to bring products into the consumer's living room. These integrated experiences could redefine engagement, making it more interactive and enjoyable.
Check out the full interview on your favorite platform 👇
Product Spotlight: BMW-branded electronic music AI composer
The web app is called Future Record and it was launched in conjunction with Tomorrowland, one of the top events for fans of electronic dance music. Via a scripted chat interface the user can select various parameters such as his name and the name of people he/she wants to dedicate the song to as well as vibe and beat of the music. While the quality of the final composition is “up for discussion”, I think is an experience you should try for at least 2 reasons:
- Instead of just typing text there are simple dials and knobs the user can use to set some parameters and get a real-time impression of the beat or mood
- The end product is something that is packaged and ready to share via social based on the user preference
That's it for today
See you next week
